Thinkwell NYC brings strategy-first communications thinking to every engagement —
then executes it in precise, purposeful language built to withstand scrutiny.
For public figures, executives, institutions, and the agencies that serve them.
About
Thinkwell NYC exists at the intersection of strategy-first communications thinking and high-end writing craft. We work with public figures, executives, institutions, and the PR and advertising agencies that support them — providing reputation-shaping language too consequential to leave to a generalist.
Andy Snyder — Founder & Principal
Andy Snyder is a communications strategist and writer with more than 20 years of experience managing messaging under pressure — for high-visibility productions, public figures, and institutions where language carries consequence. He founded Thinkwell NYC in 2017 after serving as Creative Director and Vice President of DKC/O&M, one of New York's leading public relations firms, where he oversaw communications strategy for a wide range of theatrical productions including Hello, Dolly!; The Glass Menagerie; The Normal Heart; Sleep No More; and SPIDER-MAN Turn Off The Dark.
He has since applied that same strategic discipline across a wide range of contexts — writing speeches, public statements, brand messaging, and long-form content for executives, founders, and public figures across sectors. He also partners with PR and advertising agencies as a senior writing resource when a project demands experience, discretion, and an outside perspective. His work has appeared in major national publications, shaped a wide range of high-visibility public narratives, and supported major fundraising efforts for cultural and nonprofit institutions.
Board & Advisory Roles:
Every engagement begins the same way: with theme, positioning, and a clear view of how language will travel once it leaves the room. What follows is execution — precise, purposeful, and crafted to hold up.
Taglines, campaign copy, and commercial scripts rooted in strategy and elevated by craft.
Professional biographies designed to shape first impressions and hold up across every context.
Naming, tagline development, and brand voice established from the inside out, turning liabilities into assets and assets into category-defining advantages.
Op-eds, guest essays, and long-form pieces that argue a position, advance a narrative, and sound unmistakably like their author.
Ghostwritten media column items developed with a PR strategist's understanding of what will land, what will raise flags, and how placement shapes perception.
Blog posts, newsletters, and scripts shaped by audience insight and strategic intent.
Run-of-show architecture, speaker remarks, and a fully integrated master script — with on-site rehearsal, prompter coordination, and real-time support day-of.
Announcements engineered for journalists — anchored by a hook, calibrated for how the story will travel, and written to survive the edit.
Personal communications crafted for those moments when tone, context, and consequence matter.
Language for high-stakes moments — including crisis communications — drafted with clear-eyed awareness of where reputational risk lives.
Remarks that land in the room and hold up on the record — authentic to the speaker, calibrated for the audience, structured for the moment.
Digital language — from homepage headlines to about pages — that defines what sets you apart before it describes what you do.
Who We Work With
Thinkwell NYC works with clients navigating consequential public, professional, and personal situations. What unifies the work isn't industry-specific — it's the need to command attention, shape reputation, and persuade an audience in the moments that matter. We craft language designed to withstand pressure — from private rooms to the public record, and everywhere in between.
Producers, directors, performers, theaters, and cultural institutions navigating the public conversation around their work — and the reputational stakes that come with it.
Companies at every stage — from launch to reinvention — that need a voice as distinct and considered as their product.
Leaders, executives, and public personalities who need their words to be precise, authentic, and exactly right for the moment.
Organizations with missions that matter, who need language that moves donors, mobilizes supporters, and makes the case compellingly.
Firms and practitioners who need to communicate complexity with precision — to clients and to the public.
When a client engagement demands senior-level writing and your team is at capacity — or when the stakes require an outside voice — Thinkwell NYC is a trusted, discreet extension of your team. We've worked inside agency structures and know how to integrate seamlessly, protect relationships, and deliver work that reflects well on everyone.
